Alcoholic drinks in 2024: The big picture
Volume sales of alcoholic drinks in Bosnia and Herzegovina experienced modest growth in 2024, despite ongoing price sensitivity. Consumers, facing limited disposable incomes, focused on affordability, leading to cautious spending patterns. In addition, current value growth was slower compared to previous years, when sharper price increases had significantly boosted market performance.
2024 key trends
Beer remained the largest alcoholic drinks category in total volume terms in 2024, largely driven by the widespread availability and competitive pricing of domestic mid-priced lager brands such as Nektar, Sarajevsko, and Tuzlansko pivo. In addition, regionally popular imported mid-priced lagers such as Jelen, Karlovacko, Pan, and Lav contributed significantly to category sales. Among imported premium lagers, international brands like Heineken and Tuborg maintained the most notable presence.
Competitive landscape
StarBev Sàrl retained its leadership position in the alcoholic drinks market in 2024, largely due to the strength of its diverse beer portfolio. The company holds a dominant position in both imported mid-priced and imported economy lager, led by its flagship brand Jelen, which continues to enjoy widespread consumer loyalty and strong market visibility. In addition to Jelen, StarBev benefits from several smaller but strategically positioned brands that contribute to its broad market appeal.
Retail developments
In 2024, food/drink/tobacco specialists maintained their position as the leading off-trade distribution channel, largely due to their critical role in the sale of beer the most widely consumed alcoholic beverage in the country. These specialist retailers benefit from a strong nationwide presence, with outlets conveniently located throughout both urban and rural areas. Their accessibility, competitive pricing, and broad product range enable them to outperform other off-trade channels.
On-trade vs off-trade split
In 2024, off-trade channels continued to dominate alcoholic drinks sales, accounting for more than two thirds of total volume. However, the picture shifts when looking at value terms, with on-trade capturing more than half of total sales. This disparity is primarily driven by the significantly higher price points for alcoholic drinks in on-trade settings such as bars and restaurants.
What next for alcoholic drinks?
Alcoholic drinks in Bosnia and Herzegovina are expected to experience modest growth in volume terms over the forecast period. Given the country’s accelerating demographic decline, this performance can be considered relatively stable and resilient. Growth will be primarily driven by the consistent performance of beer, the largest category by volume, and rising consumer demand for wine. Spirits are also projected to see continued growth, particularly among older consumers who traditionally enjoy stronger spirits before meals or as an accompaniment to light snacks and salads.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Bosnia and Herzegovina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Bosnia and Herzegovina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Bosnia and Herzegovina?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Bosnia and Herzegovina?
- How are products distributed in Bosnia and Herzegovina?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Bosnia and Herzegovina
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Bosnia and Herzegovina
KEY DATA FINDINGS
High level of saturation limits overall growth but potential remains in niche segments
Starbev Sarl retains its leading position, driven by broad and popular brand portfolio
Food/drink/tobacco specialists lead off-trade beer sales while e-commerce is key driver of growth
Modest growth expected in mature market, although niche and alternative offerings will gain momentum
Craft beer will see growing presence
Non-alcoholic and low-alcohol beers will see inclusion functional ingredients to meet demands of health-conscious
Lager price band methodology
Cider/Perry in Bosnia and Herzegovina
KEY DATA FINDINGS
Somersby fuels strong growth in cider/perry amid limited competition
Carlsberg leads cider/perry, while Strongbow drives Heineken's momentum
Supermarkets and e-commerce make further gains
Demographic challenges will impact the market
Artisanal innovation and e-commerce set to drive premiumisation
Wine-inspired cider and perry to emerge as viable alternatives
Rtds in Bosnia and Herzegovina
KEY DATA FINDINGS
Sales of RTDs surge in 2024, supported by high level of innovation
Olvi Oyj drives market gropwht woth Le Coq and Johan Freitag
Modern grocery retailers and e-commerce fuel growth, while on-trade dominates sales
Market faces slowdown amid demographic challenges, but spirit-based RTDs remain growth drivers
RTD market set for intensified competition amid focus on health
Innovation in RTDs to focus on new flavours, premium ingredients, and wellness
Spirits in Bosnia and Herzegovina
KEY DATA FINDINGS
Overall growth remains modest but mixology trend drives white rum forward
Badel 1862 leads the market, driven by strong heritage and continued investment in innovation
Convenience is key factor shaping choice of retail outlet
Dark rum to lead growth as spirits face slowdown
E-commerce channel to fuel growth of artisanal offerings
Innovation in spirits to focus on premiumisation and craftsmanship
Wine in Bosnia and Herzegovina
KEY DATA FINDINGS
Wine outpaces beer in terms of growth as premiumisation and on-trade demand drive market expansion
Innovation accelerates in wine, with premium reds and sparkling varieties leading new launches
Supermarkets lead wine sales while e-commerce becomes fastest-growing channel
Growing awareness of health benefits of wine will fuel steady growth, with vermouth set to show particular dynamism
Still red wine will see strong performance
Sustainability concerns will shape new packaging formats
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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